Description
The role of customers in service delivery. It starts with example of Meru and Easy cabs. It also talks about the service encounters and the risks involved.
Customers role in service delivery…..
Example can be………
Customer Production
Joint Production
Firm Production
1
2
3
4
5
6
Gas Station Illustration 1. Customer pumps gas and pays at the pump with automation 2. Customer pumps gas and goes inside to pay attendant 3. Customer pumps gas and attendant takes payment at the pump 4. Attendant pumps gas and customer pays at the pump with automation 5. Attendant pumps gas and customer goes inside to pay attendant 6. Attendant pumps gas and attendant takes payment at the pump
How to bring in Effective Customer Participation
Define Customer Roles, tasks, Implications on prod & Q
Effective Customer Participation
Recruit, Educate, and Reward Customers
Manage the Customer Mix --compatibility
Gap 3 can widen if………
• • • • Lack of understanding of their roles Not being willing or able to perform their roles No rewards for “good performance” Incompatible market segments
Service Encounter
• A service encounter is the period during which customers interact directly with a service provider(s) in various ways. Few are very brief, short… & Few are Impersonal
Service Encounter(Interaction)
• Service Personnel • Physical service elements • Both
High contact
• Personal visits by customers to service facility • Customers actively involved during service delivery • All people-processing services • Hair-dressing, lodging, Medical services
Low contact
• Little contact between customers and service providers • Arm’s length transactions… Telephone, Mail, Internet etc., • Service providers try to transform High contact services into Low contact services.
DELIVERY SYSTEM OPERATIONS Other Customers
CONTACT POINTS
@ Advertising @ Sales Calls @ Market Research @ Billing @ Mail, Phone calls @ Exposure to facilities @ Encounters with service Personnel @ Word of Mouth
Interior Facilities
Technical Core
Equipment
Customer
Service People
Other Customers
Backstage
Front stage
SERVICE MARKETING SYSTEM FOR HIGH CONTACT
DELIVERY SYSTEM OPERATIONS Other Customers
CONTACT POINTS
Mail
Technical Core Self-Service Equipment Customer
@ Advertising
@ Market Research @ Billing @ Exposure to facilities
Website Other Customers Backstage Front stage
service Personnel @ Word of Mouth
SERVICE MARKETING SYSTEM FOR LOW CONTACT
Among services, During Service encounter or when you consume services…….
Do you foresee any kind of perceived risks?
Say from Hospital, Bank, Passport, Airlines, Trekking, online booking, Beauty Saloon etc.,
RISKS
• • • • Functional risks(unsatisfactory performance) Financial (monetary loss) Temporal (wasting time, delays) Physical (personal injury, damage to possessions) • Psychological (personal fears and emotions) • Social ( How others think and react) • Sensory ( unwanted impacts on any of the five
senses)
doc_334063133.ppt
The role of customers in service delivery. It starts with example of Meru and Easy cabs. It also talks about the service encounters and the risks involved.
Customers role in service delivery…..
Example can be………
Customer Production
Joint Production
Firm Production
1
2
3
4
5
6
Gas Station Illustration 1. Customer pumps gas and pays at the pump with automation 2. Customer pumps gas and goes inside to pay attendant 3. Customer pumps gas and attendant takes payment at the pump 4. Attendant pumps gas and customer pays at the pump with automation 5. Attendant pumps gas and customer goes inside to pay attendant 6. Attendant pumps gas and attendant takes payment at the pump
How to bring in Effective Customer Participation
Define Customer Roles, tasks, Implications on prod & Q
Effective Customer Participation
Recruit, Educate, and Reward Customers
Manage the Customer Mix --compatibility
Gap 3 can widen if………
• • • • Lack of understanding of their roles Not being willing or able to perform their roles No rewards for “good performance” Incompatible market segments
Service Encounter
• A service encounter is the period during which customers interact directly with a service provider(s) in various ways. Few are very brief, short… & Few are Impersonal
Service Encounter(Interaction)
• Service Personnel • Physical service elements • Both
High contact
• Personal visits by customers to service facility • Customers actively involved during service delivery • All people-processing services • Hair-dressing, lodging, Medical services
Low contact
• Little contact between customers and service providers • Arm’s length transactions… Telephone, Mail, Internet etc., • Service providers try to transform High contact services into Low contact services.
DELIVERY SYSTEM OPERATIONS Other Customers
CONTACT POINTS
@ Advertising @ Sales Calls @ Market Research @ Billing @ Mail, Phone calls @ Exposure to facilities @ Encounters with service Personnel @ Word of Mouth
Interior Facilities
Technical Core
Equipment
Customer
Service People
Other Customers
Backstage
Front stage
SERVICE MARKETING SYSTEM FOR HIGH CONTACT
DELIVERY SYSTEM OPERATIONS Other Customers
CONTACT POINTS
Technical Core Self-Service Equipment Customer
@ Advertising
@ Market Research @ Billing @ Exposure to facilities
Website Other Customers Backstage Front stage
service Personnel @ Word of Mouth
SERVICE MARKETING SYSTEM FOR LOW CONTACT
Among services, During Service encounter or when you consume services…….
Do you foresee any kind of perceived risks?
Say from Hospital, Bank, Passport, Airlines, Trekking, online booking, Beauty Saloon etc.,
RISKS
• • • • Functional risks(unsatisfactory performance) Financial (monetary loss) Temporal (wasting time, delays) Physical (personal injury, damage to possessions) • Psychological (personal fears and emotions) • Social ( How others think and react) • Sensory ( unwanted impacts on any of the five
senses)
doc_334063133.ppt